Dubai-based Hotbrands International (HBI) has launched a unique loyalty programme called Gastronaut, to celebrate its 25th anniversary in the UAE.

Gastronaut will reward its patrons on three different levels – Earth, Moon and Sun – offering even better rewards as they move through the levels. The loyalty programme stretches over six of the HBI brands – including Shamiana, Haru, Magic Wok, Santino’s, Sugoi and Wok Chi.

To avail the Gastronaut rewards, customers have to provide their mobile numbers and register their profiles online works. All communication and rewards are done via SMS – with no cards, paper vouchers or collection of stickers required. While the average reward on other loyalty programmes within the F&B space is 10-15%, Gastronaut will provide rewards of up to 20% to its customers.

“Twenty-five years ago we could never have envisioned we’d be where we are today, and it is thanks to our loyal customers that we’re able to run such a successful organisation. To give back to our patrons and show them our appreciation for their support, we decided to launch Gastronaut,” says HBI chairman Avinash Bal.

“We’ve spent a great deal of time designing and developing a loyalty programme that has all the necessary elements – innovative, unique, user-friendly and provides worthwhile rewards. We have no doubt that Gastronaut will give our customers the benefits they deserve while we continue to serve up some of the best quick-service cuisine in the region,” he adds.

Anybody who is a UAE national or resident, and who provides a mobile number at the point-of-sale at any of the six participating HBI brands, will become part of the programme, automatically starting at the first level.

The first level, Earth, is acquired upon joining the programme and will remain until a customer has reached 150 ‘stars’. They receive 1 star for every AED10 spent which they can accumulate or redeem whenever they wish, and no maintenance is required to remain in this category.

To move to the next level, Moon, customers need to acquire between 150 and 300 stars, and they will receive 1.5 stars for every AED10 spent. In order to stay in this category, they must maintain a 100-star balance within a six-month period, and each time a transaction is made, the deadline is extended by a further six months.

The third level is Sun, and by far the most rewarding of the three. Customers will receive 2 stars for every AED10 spent when they accumulate 400 stars, and need to maintain a balance of 250 stars within a six month period to stay at this level.

“Now that we’ve officially launched the programme, we’ll continue developing it further to include other benefits at different levels. From birthday vouchers, exclusive chef demonstrations, private tastings, cooking classes, interactions with famous culinary experts, recipe creation participation and various competitions, there’s no doubt that Gastronaut will soon be one of the best loyalty programmes in the region,” feels Bal.